Research On Marketing Strategy Of Gf Bank Xi’an Branch A Community Bank

After 2013,community banks have developed rapidly in China,which plays a very important role in implementing the inclusive financial policy.A Community Bank is subordinate to GF bank Xi’an Branch,since its establishment in 2017,the bank has been positioned to serve individual customers of residents and small and micro enterprise customers in the surrounding areas.However,not only its operating performance is not ideal and has been in a state of loss,but also developed into a “traditional comprehensive sub branch with smaller scale”,which has lost the due positioning of community bank.The reason for this is directly related to the problems existing in the bank’s marketing strategy.In this context,in-depth study of the marketing strategy of GF bank Xi’an Branch a community bank is of great significance to improve the bank’s operating performance.Guided by STP theory and 7Ps marketing mix theory,this thesis deeply analyzes and studies the problems,causes,marketing environment and specific marketing strategy improvement measures in the marketing strategy of GF bank Xi’an Branch a community bank by using the methods and models of questionnaire survey,pest and five forces.Firstly,on the basis of summarizing the current situation of the bank’s business development and marketing strategy,based on the questionnaire survey results,this thesis analyzes the problems existing in its current marketing strategy,and expounds the causes of the problems.Secondly,analyze the marketing environment of GF bank Xi’an Branch a community bank from the micro,meso and macro levels,and accurately grasp the various advantages and disadvantages faced by the bank when carrying out business.Finally,combined with the results of problems,causes and environmental analysis,on the basis of STP analysis,this thesis puts forward the improvement measures and implementation guarantee of the bank’s marketing strategy.The conclusions are as follows:(1)At present,the marketing strategy of GF bank Xi’an Branch a community bank has certain problems in the seven dimensions of 7Ps,which can be divided into primary problems and secondary problems according to the severity.Channel,promotion,personnel and service process are the main issues,while product,price and physical display are secondary issues;(2)The main reasons for the above problems include three aspects.Among them,the organizational factor is that the bank’s five community sub branches are managed by five comprehensive sub branches,which is not conducive to unified development.The main institutional factor is that the marketing management system divided by lines is difficult to meet the needs of banking business development,while the main human resources factor is over reliance on the contribution of resource-based employees;(3)GF bank Xi’an Branch a community bank has more disadvantages than advantages in its internal environment,and more opportunities than threats in its external environment.Therefore,the bank should mainly implement WO strategy to carry out business;(4)The target market of GF bank Xi’an Branch a community bank a determined by STP analysis is mainly two groups,namely,high-quality elderly customers in surrounding communities and young employees of surrounding enterprises.Then,focusing on the target market and aiming at solving the problems existing in the current marketing strategy,the specific marketing strategy includes improvement measures in seven aspects: product,price,channel,promotion,personnel,service process and tangible display.In addition,in order to solve the causes of marketing strategy problems,the implementation of marketing strategy improvement measures also needs organizational,institutional and human resources guarantee measures.